China Retailer JD.com Saw Free-Range Chicken Sales Increase With Help From Blockchain Integration
China Retailer Says That Free-Range Chicken Sale Increase Improved With Help From Blockchain Technology
Blockchain technology offers an honest and immutable ledger, which has attracted the attention of multiple industries for their supply chain management. The food industry has seen plenty of benefits from this ledger, especially in verifying freshness. In a recent report from The Next Web’s Hard Fork, JD.com is reporting that their free-range chicken sales have doubled over the last couple of years, considering the use of blockchain technology.
According to a story by David Canellis, blockchain can be credited with “a key role” in this increase, which came from an initiative called “Running Chicken.” The initiative collaborates with breeders to take care of the chickens sold with JD.com. The farmers are then provided with other work with the company, nurturing vegetables, fruits, and grains. As an incentive, those farmers are also given interest-free loans that help them with the growth of their profits.
The tracking of the chickens with JD.com has been going on since the beginning of 2018. With a label on the package, customers can use their smartphones to scan for information, which includes the diet of the chicken, how it was raised, and where it came from. Optimally, this system will help to reduce the need of factory-farmed poultry within China, which has also taken the Wuyi County off of the national list of impoverished locations in China.
A statement on April 11th states that the chickens are tracked with the use of a pedometer that is specially designed for this tracking purpose. During the rearing process, the goal is that each chicken takes “one million steps,” ultimately giving the project its name.
Considering how helpful and lucrative the Running Chicken project was, JD.com has applied the same idea to two other programs – “Swimming Duck” and “Flying Pigeon.” These programs are going on in Jiangsu Province and Hebei Province, respectively.
Other than the work that JD.com is doing with blockchain technology, there are other retailers applying the transparent ledger to their own needs, as Canellis points out. Auchan, a major supermarket, follows many products around the world, while Albert Heijn is still seeing how the ledger can help them by tracking orange juice. Carrefour, a supermarket brand in France, has expressed that they will be using blockchain in their own initiative, adding 20% of the products they offer to the ledger by next year.